Asia positive amid ad clutter

Grey's first Eye on Asia report, conducted with Millward Brown, is modelled on the agency's Eye on Australia study, which is now in its 14th year. Eye on Asia surveyed 4,400 Asian adults across 12 countries to determine their values and attitudes, as well as their feelings towards advertising and branding. According to the study, 69 per cent of respondents feel bombarded with too much advertising and marketing, led by Korea (93 per cent) and China (82 per cent). Meanwhile, 63 per cent say they are interested in advertising, with 62 per cent saying that marketers are 'doing a good job'. But, 77 per cent called for limitations and regulations on advertising and marketing. "There is a lot of goodwill (towards advertising)," said Grey Australia head of planning Mary Winter, adding that concerns were largely confined to "how marketers are doing it". Grey regional chief strategy officer Chris Beaumont said the findings reflect the importance of trust and innovation for brands. "The vast majority are motivated by innovation," he said. "It is a challenge to agencies and marketers to use innovation and win the choice game, because it's no longer a coverage game."